Use PR the right way

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that want coverage to help deals.

The quick answer

Tie PR to real news such as a major customer win, a product release, or a useful study. Pitch a clear story and one data point. Use PR to support sales and recruiting rather than as a goal by itself.

The method in five steps

Pick news that matters
Customer results, new capabilities, and credible data.
Write a short pitch
Problem, what is new, the number that proves value, and why now.
Choose targets
Trade publications, analysts, and local business press that your buyers read.
Prepare spokespeople and assets
Brief answers, a one page fact sheet, and a customer quote if allowed.
Use coverage in sales
Share the clip in outreach and on the site. Measure meetings and pipeline from PR driven touches.

Example

A study with real customer data led to trade press coverage. Sales used the clip in outbound, which lifted reply and meeting rates.

Pitfalls and fixes

Announcements with no news. Wait until you have a real win.
Long pitches. Keep it short with one number.
No use in sales. Train reps to use coverage.

Checklist

News that buyers care about
Short pitch with one data point
Target list of outlets
Assets ready
Plan to use coverage in sales